WHAT IS THE MARKETING CANVAS METHOD?
MARKETING CANVAS is a co-creation method to discover, assess and reinforce your marketing strategy which is at the intersection of the environment (where you will play), your goals (what you would like to achieve) and your actions (what you will do). The method is composed of cards, a canvas where you can capture key discussions, templates and online resources.
CO-CREATION OF YOUR MARKETING STRATEGY HAS NEVER BEEN SO EASY!
A SET OF TEMPLATES HAS BEEN CREATED FOR EACH STEP HELPING YOU CAPTURE YOUR DISCUSSIONS AND IDEAS
A ONE PAGE DOCUMENT (POSTER) HELPING YOU HAVE A GLOBAL VIEW OF YOUR STRATEGY
WHO SHOULD USE THE METHOD?
MARKETING CANVAS METHOD is designed for startups, SoHo (Small Office, Home Office), scale-ups or large companies. It works for groups (colleagues, friends, investors, ...) or alone.
It works also for different stages of your company (Product/Market fit), Scale-Ups or Mature products.
WHEN USING THE METHOD?
MARKETING CANVAS METHOD can be used in workshops generating tremendous conversations and discoveries with a shared language or alone offering a structured methodology and analysis for your marketing strategy.
MARKETING CANVAS METHOD is a complement of the Business Model Canvas. If you have not defined your strategy yet, you should first have a robust Business Model and then you can define your Marketing Strategy. The MARKETING CANVAS POSTER is composed by 3 zones: Context (Market, Competition and Trends), your Goal (in terms of Revenue) and 6 marketing dimensions (Customers, Brand, Value Proposition, Journey, Conversation & Metrics).
The elements defined in your BMC like Key Customer Segments (=CUSTOMERS), Value Proposition (=VALUE PROPOSITION), Customer Relationships and Channels (split in BRAND, JOURNEY and CONVERSATIONS) are a good start for your Marketing Canvas.
MARKETING CANVAS METHOD has been designed for one brand and one line of products serving one market. If you are operating in different markets with different brands, you can still use the tool but you should apply the below process for each market and brand, one at a time.